HONG KONG JOCKEY CLUB INTERACTIVE TABLE by POSSIBLE WORLDWIDE for The Hong Kong Jockey Club

Adsarchive » Design & Branding » The Hong Kong Jockey Club » HONG KONG JOCKEY CLUB INTERACTIVE TABLE

HONG KONG JOCKEY CLUB INTERACTIVE TABLE

Pin to Collection
Add a note
Industry Sports and Health Clubs, Gyms, Sports Teams & Events
Media Design & Branding
Market United States
Agency POSSIBLE WORLDWIDE
Released April 2012

Credits & Description

Category: Public Spaces
Advertiser: HONG KONG JOCKEY CLUB
Product/Service: HORSE RACING
Agency: POSSIBLE WORLDWIDE
Senior Vice President: Eric Mauriello (Possible Worldwide)
Project Manager: Mitch Gould (Possible Worldwide)
Solution Architect: Brian Chan (Possible Worldwide)
Lead Front-End Developer: Carlos Zumbado (Possible Worldwide)
Lead Back-End Developer: Wacdany Rojas (Possible Worldwide)
Back-End Developer: Marvin Marvela (Possible Worldwide)
Front-End Developer: Justin Stander (Possible Worldwide)
Front-End Developer: Sangita Prasad (Possible Worldwide)
Front-End Developer: Mim Wrights (Possible Worldwide)
Front-End Developer: Sudhansu Singh (Possible Worldwide)
Qa Analyst: Inder Pal (Possible Worldwide)
Lead UX Designer: Jeff Puskar (Possible Worldwide)
UX Designer: Dana Wood (Possible Worldwide)
UX Designer: Mary Tsung (Possible Worldwide)
Creative Designer: Jonathan Wei (Possible Worldwide)
Creative Designer: Andy Jonez (Possible Worldwide)
Project Manager: Kris Hanson (Possible Worldwide)
Finance: Nigel Storr (Possible Worldwide)
Table Hardware Partner: Henry Kaufman (Tac Table)
Fabrication Partner: Sharon Soh (PICO)
Media placement: Permanent Installation - Hong Kong Jockey Club - 18 April 2012

Describe the brief from the client
The Hong Kong Jockey Club wanted to make the venerable sport of horse-racing appealing to younger, tech-savvy, highly social players. They were looking for a high-tech digital experience, based on multi-touch interactive tables, that would be simple, intuitive, fun and social. It would have to offer real-time data updates and - because betting would be involved - be manufactured to extremely high standards to provide safety, security, and fraud deterrence. The back end must allow HKJC to manage the tables; control the content, skins and applications; and access detailed metrics.

Describe the challenges and key objectives
The key objectives: to get young, digitally-savvy and highly social people excited about going to the race-course to experience horse racing in the company of their friends - old and new; to turn the traditionally time-consuming, private way of placing bets into fast-paced entertainment; and to enable frictionless e-commerce (via RFID) within a highly secure and stable system.

The challenges: to translate racing behaviours, including financial transactions, to a new digital platform; to create information design simple, intuitive and sleek enough to be used by all levels of gamers; and to create an environment at once public and personal.

Describe how you arrived at the final design
Physically, the tables accommodate 8 people - a number that creates a gravitational pull but isn’t intimidating. Novices can learn from more sophisticated players within eye-shot, and collaboration and social interaction are made easy. Importantly, the interface mimics the Chinese cultural icon of the Lazy Susan; players reach into the centre to draw gaming elements (like horse/jockey cards) into their own workspace, compelling everyone to be mindful of the others at the table. We used this familiar cultural gesture to smoothly introduce a completely new approach to social gaming in general and the mind-game of horse racing in particular.

Give some indication of how successful the outcome was in the market
The tables, unveiled as part of the new Adrenaline Lounge at the Hong Kong Jockey Club, have been hailed as ushering in an entire new era in the history of horse racing. The world’s most sophisticated multi-touch tables, they enable the first customer-facing application to combine horse racing mind-game information, betting logistics, and cashless transactions in an immersive social and digital experience. The Club now plans to expand the use of tables to other clubs across the South Pacific and Asia.